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Re-issuing this successful book in its seventh edition the author starts with an overview of basic marketing concepts and their applicability on an international basis. It then covers each ingredient of the marketing mix and explores them in relation to multinational markets. Each ingredient is studied in the light of the fundamental question: ‘How far can it be standardised internationally or in a research-based cluster of countries?’ Research, planning and organisation problems receive particular attention. A whole chapter is devoted to ‘Creativity and Innovation’ on a global scale.
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Synopsis:
This revised and updated text starts with an overview of basic marketing concepts and their applicability on an international basis. It then covers each ingredient of the marketing mix and explores them in relation to multinational markets. Each ingredient of the mix is studied in the light of the fundamental question of how far it could be standardized internationally or in a research-based cluster of countries.
"About this title" may belong to another edition of this title.
- ISBN 10 047098936X
- ISBN 13 9780470989364
- BindingPaperback
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